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Research trends on music and advertising Tendencias de la investigación en música y publicidadDates | Recieved: 28/04/2017 -Reviewed: 13/06/2017 -Published: 01/07/2017 AbstractResumen Research on music and advertising is diverse and unstructured. Looking at the most important factors that define related research, this article aims to introduce a typology of four research fields that reflect the interplay of the complex relationship between music and advertising. An analysis of relevant studies revealed diverse research gaps and clustered the main research traditions. Eventually, we identified four types of research, namely advertising with music, advertising with musicians, music with advertising, and advertising for music. This typology leads to the conclusion that more interdisciplinary research is needed for the investigation all of the boundaries between music and advertising. La investigación sobre música y publicidad es

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It is of fundamental importance for radio broadcasting companies that their listeners do not turn off the radio or switch to another station. Audiences continue listening if they like the program -especially the music. This positive appraisal can be explained by the concept of flow (Csikszentmihalyi, 1975), which illustrates how the right balance between the challenge of completing a task and the skill of the individual can lead to a particularly fulfilling mental state. We therefore conducted two 2 x 2 betweensubjects experiments in cooperation with a major German broadcasting company in which we varied the complexity and familiarity of a 1-hour prime time radio program. In Study 1 we examined the effects of Adult Contemporary radio programs on a sample of the appropriate target group (120 participants, 51% female, 30 to 39 years old), while in Study 2, equivalent Contemporary Hit radio programs were evaluated by that genre's younger target group (217 participants, 49% female, 14 to 31 years old). We found that, dependent on the musical skill or listening modes of the recipients, the complexity of the music programs could be associated with higher or lower flow experiences, which in turn had an influence on positive listener appraisal.

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